Paid Search and Email Marketing Strategies for Lloyd's Inn
Brief: Develop a lead generation and nurturing strategy for a B2C business using Paid Search, Landing Pages and Email Marketing.
My business of choice was Lloyd's Inn, a 4 star boutique hotel in Singapore. Given the highly competitive nature of the hospitality industry (especially in Search Engine Marketing), I wanted to see if the concepts and tools I had learnt could be applied in a strategic way to help even a small boutique hotel like Lloyd's Inn compete and maximize performance in this space. I used tools such as Tableau and Google Ads to execute this project.
The biggest learning I took away from this project was the importance of owning (and even trademarking) a business brand name online. Otherwise in highly competitive industries like hotels, competitors or affiliate websites will likely benefit off from an unprotected brand name.